Conjoint analysis is widely used as a marketing research technique to study consumers’ product preferences and simulate customer choices. In the present work, the authors want to illustrate the advantages of the combined use of the Conjoint Analysis and the Cluster Analysis in market segmentation. The benefits are easily understandable since the Conjoint Analysis allows researchers to know the structure of the consumer’s preferences and the Cluster Analysis allows grouping those consumers by their preferences. This research conducted to explore the purchase decision of Eco-car regarding to the three of important attributes of car purchasing- price, brand name and vehicle safety. Through the use of conjoint analysis, it was shown that the most important of the attributes measured was safety, followed by brand and price respectively. Further analysis showed that there were some significant among car ownerships and location of residence regarding to the car price. Finally, respondents are split in homogenous groups by cluster analysis. The three segments, price and brand concerned, safety- oriented, and moderate safety concerned, show the patterns of Eco-car preference for Thai Market. These findings have important implications for the marketer, automaker and distributors of car in Thailand. The result will be a detailed picture of how customers make decisions of vehicle’s choice, a picture that can be used by automaker to build market models and developing strategies.

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